How to improve the conversion rate on product pages

How to improve the conversion rate on product pages

How fast your pages load, easy they are to navigate and understand are all crucial factors in your website design, which directly impacts your online conversion rates. This goes double for product pages! Poor-looking images, misleading descriptions, and missing details will lead to diminished consumer confidence, causing the potential business to leave your online store.

That’s money flying out the window!

Ensuring you’re implementing best practices for product pages secure your investment and work to grab customer attention, keep their interest, and lead them to the checkout page. 

Here’s how you can convert more online browsers into buyers!

High-quality product photography

Having high-quality images is a must for eCommerce - your customers can go to your brick-and-mortar store to touch your product(s). They have to collect all the information by seeing your product(s) on their screens. It’s time to show them off, including several photos of your product from different angles. Add super-high-resolution images that showcase the nuances that make your products amazing. Mobile shopping is getting more and more popular, so adding a zoom option is extremely useful for potential customers using smaller screens.

Help your customers imagine themselves using your product. Say you’re selling clothes, watches, or jewelry, consider enhancing your imagery with models wearing your products. Even better, informative videos about your products - 3D walkarounds (eg in a jewelry store) are proving to be huge assets and there are plenty of affordable tools and software available to make it happen.

product photos
Product photos from different angle. michaelkors.com

Unique product variants (like different colors or patterns) should be included in your images. Color switcher without the different product image, won’t show the whole picture.

If you have a strong gallery for your product(s), you’ve already made a big step towards acquiring new customers, but if you want to make the most out of a product page, you should dig deeper.

Note: high-quality images can significantly slow down your page load speed, which decreases conversion rates. To avoid bounced users, optimize your images. In addition to SEO optimization features, Stylehub Media Asset Manager automatically optimizes images and converts them into a Google-friendly format. This saves you time and headaches!
Stylehub Media asset manager
Setting up image properties in Stylehub Media asset manager

Product Description

Adding a description to product pages might sound simple, but there are a lot of details that are often overlooked. In addition to briefly describing your product, tell the story of it. How did you make it up? What’s the origin of your product? Share some details about how the product works.

Additional information is especially important when products don’t look particularly unique or interesting. For example, a body lotion looks nearly similar to your competitors, but what if you tell a bit more about how you made them, or why you chose its specific ingredients?

Caring Instructions

Caring instructions are related to your product description; they can extend the included information. It builds trust in your customers, which is very important to your customers’ satisfaction. These pieces of information help visitors make confident decisions that’ll lead to more sales. For example, telling that the plant requires less watering and likes extremely hot places, will convince visitors to buy that plant.

Caring instructions - thesill.com
Caring instructions - thesill.com

Product Sizes and Dimensions

This is one of the fundamentals of sharing information about your product. In addition to basic sizes, you should include additional details like pot size or package size that could support the purchase decision. 

Sizes are extremely important for clothes, and it’s not just about highlighting T-Shirt sizes - a proper size chart and size guide can massively improve conversion and reduce return rates. Using size charts you can share dimensions in different metrics like EU-size, US-size, etc. Another great feature is when you highlight the model size regarding the product photo.

Bottom line: if your customers are unsure if a piece of clothing will fit, they’ll be much less likely to take a “risk” in buying it.

Size guide for different products - converse.com
Size guide for different products - converse.com

Build More Trust

When it comes to purchasing decisions, third-party partners' badges like shipping and payment providers are super helpful. Don’t forget to include them! Highlighting delivery times and methods are also great features that can create more sales opportunities. Listing accepted payment methods like Klarna, PayPal, Visa, Google Pay, and Apple Pay makes your business appear flexible and professional.

You should create and make shipping and return policies accessible from all pages. Providing a return opportunity could increase conversion rates up to 30%.

Summary


The more the better. Adding as much information you have about your product shows that you take care of your customers, making your company look more professional. There are different products offered online - you should create the right product attributes in your online stores and fill them with details. Providing the best buying experience makes your one-time buyers into loyal customers.



Enjoyed this post? Feel free to share it.